CAMPAIGN MEDIA AWARDS: The Capital Radio Group Award - Best IT and Consumer Durables Campaign - FT

To reach the elusive chief executive and chief financial officer audience, BT and the Financial Times joined forces to establish a dialogue between them, managed by BT's agencies. A newsticker sponsorship appeared on the desktops of 25,000 senior decision-makers.

BT also facilitated the production of two magazines and microsites containing the best FT articles on major issues such as CRM and management, and the chief executive of BT, Pierre Danon, wrote the forewords.

Some 75 per cent of FT or FT.com readers believed the association between the two companies was appropriate, and the partnership was 58 per cent more efficient at generating awareness than advertising alone in the FT.

Grant Millar, the head of BT Media, commented: "It was original and gave BT a competitive advantage: critically protecting the FT's long-term brand values."

WINNER

TITLE: Breaching Fortress FT

MEDIA AGENCIES: PHD; Zenith Media; i-Level

MEDIA DIRECTORS: Richard Lomas, PHD; Rachel Fisher, Zenith Media; Faith

Carthy, i-Level

CLIENT: BT

BRAND/PRODUCT: BT Business

MARKETING DIRECTOR: Amanda MacKenzie

ADVERTISING MANAGER: Dee Livingstone

MEDIA MANAGER: Richard Thompson

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